London-listed customer feedback platform Trustpilot removed 4.5 million fake reviews last year after introducing generative AI into its platform.
Fake reviews have long been a source of frustration from the company as businesses flood the platform with false feedback.
Tackling the issue has been a top priority at the company and in 2024, doubling down on its efforts, Trustpilot introduced guideline software that uses generative AI to identify policy violations at scale.
Now powered by AI, the company removed 7.4% of the total number of reviews submitted in 2024, up from 6.1% the year prior.
According to Trustpilot, the vast majority of removed reviews were taken down automatically by AI as it identified patterns linked to fabricated content.
As much as 53% more reviews were removed automatically than in 2023.
“While we often hear about AI as a tool that can be used to mislead people, at Trustpilot we are using the technology to improve trust in the age of AI, by analysing content and identifying suspicious patterns that help us maintain the fundamental integrity of our platform as it grows,” said Anoop Joshi, the firm’s chief trust officer.
“Trust has never been more important, and the online review industry faces real and complex challenges.
“But with increasing amounts of data at our disposal and the development of new technology to screen and moderate reviews, we believe trust can continue to thrive.”
The Copenhagen-founded firm has not limited its integration of AI to tackling fake reviews.
Trustpilot has also launched AI features for businesses that provide insights into customer behaviour and market dynamics.
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